It’s easy to understand brand strategy by answering a few personal questions,
What do certain brands mean to you? why do you choose them over others? When you have cravings; why do you choose to walk a mile for Baskin Robbins over any ice cream at your nearby grocery store?
Brand image is not created by accident, but is carefully planned by marketers and targeted to specific customers to fulfill their needs and wants. The same way owning an iPhone is considered prestigious and you have the desire to be a part of the elite status of Apple users because they are considered rich, tech savvy, and quality conscious people.
So how does Apple establish its brand in the minds of its consumers, what’s the secret behind this? That’s right, it’s their Brand Strategy.
Brand Strategy is the long-term planning of a company to build its brand, which goes beyond profits, shares and prices, and focuses more on customer’s values and satisfaction. If you’re a sailor, then Brand Strategy is your North star: Foundation for building a plan that is more focused & achievable.
We have broken down tools to create a Killer brand strategy which will keep your around for ages.
Find your purpose
It all starts with an idea, which turns into a plan, and finally a business. You need to be able to answer questions like, what is it that you do? what do you want to show your customers? Are you trying to find solution to a problem or providing excellent service? Obviously, every business’s main purpose is to make money but what more can you offer? If your purpose resonates with your brand it will not only satisfy your customers but will also make your investors happy, so it’s a win- win situation.
Example: Nike’s swoosh and “Just do it” tagline is aligned to its mission: to bring innovation and inspiration to every athlete out there. All of Nike’s customers know what the brand stands for and are willing to be a part of it.
Know your “King”
The strength of your brand will be determined by your ability to focus, that’s why targeting your audience is important, if everyone is your target then that’s a huge mistake. All successful brands focus on specific target audience because the narrower the focus, the faster the growth. That can be done through market research, research helps you understand your customers’ perspective, who they are, their interests, your strengths and weaknesses and how they perceive our brand, so you can provide relevant messaging which decreases the marketing risk associated with brand development.
Consistency is Key
If you walk into an office and their posters, boards, people do not resonate with the brand wouldn’t u feel deceived? That’s why consistency is the corner stone to branding, your brand personality (tone, voice, look and feel) and brand promise (what you provide your customers) should align with everything your company offers; business cards, websites, campaigns, letterhead, envelopes, invoices, signage, banners and all things related to your brand. You must consistently live up to your promise which will bring credibility and recognition in the minds of your customers and then builds trust and loyalty. Successful brands such as Subway promises “fresh food” to their consumers and makes sure everyone knows that Subway cares about their customers health and consistently delivers fresh food with fresh ingredients.
Shout it from the rooftops (Not literally!)
Once your brand positioning is in place, you need to create strong messaging and put it out there for everyone to see but the essence is that your brand message should interact with your consumers on a human level and strike an emotional connection. You need to be in loop with your customers and should know what ticks for them, good brand strategy communicates the company’s mission and spreads beliefs to their target consumers. Even though your core brand positioning will be the same for all, different customers will be interested in different aspects of it and you will have to personlise your messages to cater to their specific needs. Discover how to reach your customers by using (social media, YouTube ads, B2B publications) ad broadcast your message on these channels.
Knock out your competition
Today’s business environment being dynamic and unstable, you need to prepare long terms plans within and outside your company. Take your competition as a challenge and grow towards understanding their moves, learn from their weakness and make it your strength. You do not necessarily have to hire spies (go ahead if you want to) but you can read newspaper articles, check social media or websites, read reviews, social mentions and anticipate their strategies. Always remember not use the same strategies as your competitors, you’re in the business because you’re unique and help your customers choose you over them.
If you need support evaluating your brand or planning your marketing activities for the year ahead, book in for your FREE ten-minute telephone consultation with Haus of Hendricks at hausofhendricks.com
Haus of Hendricks is a Dubai-based digital, design and branding agency, specialising in developing exceptional brands and powerful websites.
Still not sure what to do?
At Haus of Hendricks, we have worked in the industry for over 10 years, exercising some of the world’s best brands and advising those who are just starting out. Our team of creative people will breathe life into your vision. We believe in using the synergy of art, design, and communication to create an unforgettable brand. We will help you at every step of your journey from building strategy, creating designs, strong digital presence to advertising. If you would like to learn more about how Haus of Hendricks has made this thinking visible and valuable for our clients’ brands, let’s talk today.